TORONTO, July 6, 2012 /CNW/ - Today, IAB Canada announced the launch of
a new series of reports that address Competitive Online Advertising
Trends in Canada. The reports are being compiled by comScore and Kantar
Media in partnership with IAB Canada. Fueled by the two companies'
extensive Canadian paid advertising tracking databases, this
collaboration marks the first of a series of reports that will be
prepared by these two long-time, respected IAB Canada Member Companies.
"This is a great initiative that shows collectively how IAB Canada and
its' Members aim to help marketers understand and operate within the
Online competitive environment" says IAB Canada Research Director Steve
Rosenblum. A new iabcanada.com feature page called "Competitive Online
Advertising in Canada" will be launched to provide quick access to the
series and future new reports will be announced via the IAB Canada
The two inaugural reports from comScore and Kantar Media each consist of 2011 year-end top-lines, covering a variety of
different/complementary cross-sections of key Display advertising
trends in Canada.
The comScore Digital Advertising Report trends paid advertising data from its Ad Metrix service, between the 2nd-half 2010 and 2nd-half 2011 periods. It also contains rankings of the top-10 Advertisers
and Publishers Online by Display ad impressions, the leading five, and
fastest growing three product categories, as well as the top five
Branded Products and Content Categories based on ad impression volume.
"The Digital Advertising ecosystem is constantly evolving. The movement
to less clutter, rich media, and socially enabled ads creates the
opportunity for enhanced engagement with the advertiser's brand. The
future looks bright as more formats and creative approaches will lead
to greater emphasis on targeting and viewable impressions to ensure the
right brand consumers have the opportunity to see the advertisements"
says Bryan Segal, Vice President of comScore. The report breaks out
total Internet Display ad impressions according to region, age and
household income levels and in two examples, demographically compares
specific websites' UVs versus ad impressions.
The Kantar Media - Canadian Online Ad Trends Analysis focuses on trends in ad type and size as well as findings on ad
clutter. "In our five-year analysis of the Canadian online advertising
marketplace, we found growing standardization of ad sizes as well as
pronounced shifts towards rich media," states Leslie Darling, SVP of
Digital Innovation for Kantar Media Intelligence. "As online
advertising continues to evolve and mature in Canada, clutter may be an
issue for advertisers in some categories, making it important to use
compelling formats like rich media to stand," she adds. Among the
findings in this report, IAB Canada standard Medium Rectangle and
Leaderboard sizes now make up 72% of ads by size. Meanwhile, rich media
makes up approximately 52% of all Display ad occurrences measured -more
than double the level of usage seen in 2007—and is used at much higher
rates by automotive, technology and news sites.
Future reports from comScore and Kantar Media, to be issued several
times annually, will provide deeper insights into specific product
categories and other topics impacting the Canadian Online advertising
Download the "Competitive Online Ad Volume in Canada " reports now.
IAB Canada (www.iabcanada.com), is the national voice and de facto thought leader of the Canadian
Digital marketing and advertising industry, and is a not-for-profit
association representing Canada's most well-known and respected
Advertisers, Agencies, Media Companies, Mobile and VideoGame Marketers
+ Developers, Measurement Companies, Service Providers, Educational
Institutions and Government Associations operating within the space.
(*Data does not include paid search and video advertising).
SOURCE Interactive Advertising Bureau of Canada
For further information:
Kelly Tulett at firstname.lastname@example.org.